Analyzing Branding in Terms of Web Design
There is an important distinction to be made when looking at branding in terms of web design. Your website’s design is not your brand, but it’s one of the brand elements that helps you build trust with your audience.
According to researcher Jared M. Spool, branding is an investment that grows over time with the end goal of getting people to say, “That’s a product or service I trust.” He claims “brands are perceptions” and “brand elements, such as names, logos, tag lines, trademarks, and packaging, are shortcuts to those perceptions.”
Others in the industry would agree with Spool, as consumers are obviously drawn towards brands they trust. They are more likely to buy when they correlate a product with a high brand strength. From a web design perspective, it’s quite clear that the design elements you choice will directly affect your overall branding strategy and market position.